HubSpot expands its seats and credits pricing pilot to all new customers in EMEA

What HubSpot announced

On its third quarter earnings call on 4 November, HubSpot CEO Yamini Rangan said the company is moving to a hybrid of seats and credits. The pilot began for new customers in the Nordics in April and in Benelux in June. In the fourth quarter it was extended to all new EMEA customers.

The pilot changes three things. A go-to-market seat gives access to all HubSpot capabilities, so buyers no longer purchase separate hubs. The price jump from Starter to Pro gets smaller across the Marketing, Content and Data Hubs. All usage-based features draw on one credit balance.

HubSpot's catalog supplement for this program, as read on 10 November, lists GTM seats from €20 per seat per month on Starter (10 paid seats at most), €100 on Professional and €175 on Enterprise. Included credits are 5,000, 10,000 or 15,000 a month, and unused credits do not roll over. Extra credits cost €0.010 each.

HubSpot says credit usage in the pilot regions is two to three times higher than elsewhere, with more Pro+ customers and a lower average selling price. These are company figures. Which countries count as EMEA and when existing customers might move are not stated in the announcement. HubSpot said it will share more in February.

What it means for B2B sales teams

For a sales leader, AI becomes a usage cost that has to be forecast. The supplement prices a Prospecting Agent outreach recommendation at 100 credits per lead, which is €1 at the extra credit rate. The 10,000 credits included with Professional would cover 100 such leads, while one-to-one emails from a connected inbox use none.

The call also says something about buyers. HubSpot described larger buying committees and longer cycles upmarket and more price sensitivity among smaller customers, and it expects that pressure to last into 2027. Our guide on how to sell usage-based pricing covers the cost questions buyers now raise.

European teams see this model first, so they are effectively the test market. US buyers have no date, and terms may change before a wider rollout.

What to do now

• If you are buying HubSpot in EMEA, ask which pricing applies before you sign and get the current rate sheet in writing.
• Estimate monthly credits from real volumes: leads researched, emails that are not one-to-one and workflow actions. Ask HubSpot how your sequence emails are counted.
• Set credit limits per feature before switching on agents, because unused credits expire and overages are invoiced monthly.
• Review your B2B sales strategy by comparing the credit cost per lead with what a rep or outside team costs per meeting.

Sources

• HubSpot Q3 2026 earnings call, corrected transcript HubSpot, November 4, 2026
• HubSpot Flexible Seats-and-Credits Pricing: Product and Services Catalog Supplement HubSpot, November 10, 2026